index," the surprising admission by the head of the clothing chain h&m and says the company's models have been too skinny and he is committed to doing something about it. Abc's dan harris has that story. &#9834; Reporter: It is an industry where thin is always in, where the faces staring out from the pages of glossy magazines often bare little resemblance to the actual customers where models are frequently gaunt and underfed creating an unattainable ideal for impressible young girls and loud complaints from critics and parents. Consumers are starting to say we are changing demographics, we want to see fashion brands promoting other body types besides the stick thin traditional model. Reporter: Into this supercharged atmosphere walks the young ceo of h&m, one of the world's largest clothing retailers with an eyebrow admission karl-johan saying some of our models have been too skinny. That's not okay. They have a huge responsibility and he wants to show diversity in our advertising and not give people the impression that girls have to look a particular way. Which is why he says the company recently hired jennie runk, 5'10" and size 12 to 14 to be a star of their swimsuit campaign. There needs to be moddings of every shape, size, color, type, everywhere in all of the media. Reporter: Runk is an outspoken defender and of the mean girl culture that says otherwise. Once I got to know and love my body I realize I'm the only person that can judge me. Reporter: The h&m points out aside from using runk they are using beyonce who is a bit curvier in its ads, as well. I believe that the models in our advertising should look sound and healthy, he said. When a ceo of a major clothing company like h&m makes this kind of a stand people are forced to pay attention and it's definitely about time. Reporter: So will these moves by h&m's young ceo bleed out to the rest of the fashion industry? Customers care about these issues says persson and that puts pressure on us as companies. For "good morning america," dan harris, abc news, new york.

This transcript has been automatically generated and may not be 100% accurate.

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